Bupa rolls out first work from Big Red asking people to sign up for hospital cover
Health insurer Bupa is encouraging those aged 31 or over without hospital cover to sign up before June 31 in a new campaign from recently appointed creative agency Big Red.
Running throughout June, the campaign features adults talking about getting Bupa, with the overlaid narration that people aged 31 or over without hospital cover could be hit with the government’s lifetime health cover loading.
It ends with the tagline “It’s a no brainer”.
Bupa Health Insurance head of marketing Alison Wild said: “Working with Big Red was refreshing and brought new perspective to a campaign that we run every year.
“They adopted a collaborative approach that we believe has delivered a strong outcome that will support both our commercial and brand objectives.”
The campaign runs across TV, online and outdoor.
Bupa awarded Big Red the creative account following a pitch in April which saw incumbent Clemenger BBDO Melbourne decline to participate.
Dare I say ‘I bought a Jeep’?
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Eish Bupa, you’ve gone down down….
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Functional.
Rational.
And a category job.
Disappointing.
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No brains
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Usual tax time awareness splurge. No idea behind it and, in fact, not even a proof point offered for why these people would advise you to “get Bupa” or why it’s a “no-brainer”. Seems to be a standard category sell and brand money down drain. I guess they just need the sales like everyone else but disappointing nevertheless.
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helping you buy health insurance
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If that was the tripe I was being asked to produce then I’d ‘decline to participate’ too.
Bravo Clemenger and shame on you Bupa.
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Look at the dreadful work patts did for BUPA. Find a healthier you. Lauded as the biggest waste of cash in the last 20 years in the category.
Then clems took the brand even further backwards with a nothing strategy that lost share and premium value.
The seven or so ill informed commentators before me have ill informed axes to grind.
If you look at the drivers of share in the health market at tax time. Which is predominantly a new to PHI period, this ad works in mutiple ways for BUPA.
I dont expect anyobe above this comment or below it to really care about what works in this category. But this addresses the primary concerns of the market across the series of ads.
Its the best advertising BUPA have done in 10 years. Like that fact or not.
And no I do not and have not ever worked at BUPA or big red.
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Yes, it’s ‘I bought a Jeep’, but let’s hold judgement until the next ‘normal’ ad. June 30 is all about driving retail sales and due to that, there are brand/emotional sacrifices. The true test will be seeing the next 1-2 normal ads.
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@dave
You seem to know an awful lot about the category, and this campaign, given you don’t work for Bupa or Big Red
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You dont think there is anyone who knows about health insurance outside of bupa and big red?
You seem awfully upset that thos ad could work?
Don’t understand why the advertising industry seems so full of haters and trolls.
Guess it’s just easier to be negative about other people and brands than it is to create sonething yourself.
Shame.
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Dave, just to set you straight on a few details there…. ‘Find a healthier you’ wasn’t done by Patts, it was done by Clems. And it was really rather good. It was both creative and effective, despite your assertions otherwise.
As for this latest campaign, well it certainly isn’t creative, lets hope it’s effective.
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This is a category Ad.
It will not move the dial for Bupa.
The Medibank work is much cleverer and disarms this category claim.
How do you qualify the ‘best advertising Bupa has done in 10 years’?
What is your metric? Gut feel?
When did Patts work on Bupa? Ever?
If there is a troll on this site then his name starts with D and finishes with E
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That must come as a relief for patts.
Apologies for the inaccuracy.
I think bupa’s net customer results over the period are fairly self explanatory
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If you have access to WARC then please click here and you’ll see net customer results are indeed “self explanatory”:
http://www.warc.com/Topics/Awa.....2012.topic
If you don’t have access, then you’ll just have to take my word that you are horribly wrong, and have now been put right.
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I really like the saying the word Bupa. It’s quite funny. If I was Bupa, I’d also have a lot of mentions of Bupa in my Bupa ads.
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let’s pay a $100+ monthly premium for the rest of our lives once we turn 30 to avoid a charge of 2grand at some point in our lives (whenever that will be who knows).
The logic amazes me. It really is a “no-brainer”.
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